How a kindergarten insight drove record donations.
Award Winning
Results
190%
Increase in Fundraising
$3M
Raised in 8 weeks
86%
Increase in New Website Visitors
Summary
Second Harvest Heartland was facing unprecedented challenges in statewide food security. They needed an unprecedented creative campaign to drive urgent action. Our approach ended up reshaping Minnesota’s thinking about sharing vs giving and supercharging community support.
The Challenge
Minnesota's food insecurity crisis reached critical levels, with:
- 40% surge in food insecurity
- 28% increase in food shelf visits
- A decade of stagnant holiday donations under $1 million
- 33% increase in coupon print rates
- Intense competition for charitable dollars in a post-George Floyd, post-pandemic landscape
Spot the Bad – the Enemy
Donor Fatigue
People are getting “tired of the ask.” Specifically they’re tired of being asked to give and give and give.
Supercharge the Good
Shift the donor mindset from giving to sharing
We’ve been wired since kindergarten to “share.” Research revealed that while donor fatigue was real, the human instinct to share remained powerful and positive.
Score the Win
An integrated creative campaign
Our integrated creative campaign delivered Good Wins with a 190% increase in holiday donations vs. YOY with a 422% ROI (H2)
- $2.97 million raised within 8 weeks
- 190% increase over prior year fund raising
- 86% increase in new website visitors
- 48% increase in media impressions
- U.S. Effie Award winner for market effectiveness
Chief External Relations Officer // Second Harvest Heartland
“Our partnership with Preston Spire has always created stronger-than-ever metrics and buzz. We have consistently hit and surpassed our visibility and fundraising goals. Our brand awareness and hunger awareness numbers are steadily climbing. The non-tangibles are off the charts as well; volunteers, board members and teams all report feeling inspired or changed by the campaigns.”
Get Results Like This
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Creative & Strategic Positioning
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